“We needed to make the transition from being face to face with our customers at farmers markets to more retail and online selling,” says Yasameen Sajady, CEO of Maazah Chutney. “We wanted to work with the General Mills folks on how to tell our brand story in more of our communications pieces. We really needed some strategy and some extra muscle in figuring out how to communicate who we are and what our products are.”
A team of marketers from General Mills, including Jen Smith, a senior Brand Experience planner for Cheerios and two-time GoodWorks volunteer, dedicated their time and skills to help Maazah over a 12-week period.
“Maazah already had a really compelling brand story with a delicious product to match,” says Smith. “Our team helped by introducing some strategy frameworks that helped their brand put a stake in the ground on what they stand for.”
“It was really great to have General Mills step up in this way because it’s important for entrepreneurs to have thought partners in doing this work,” adds Yasameen. “Being able to find people in your community to help you make better business decisions is invaluable.”
The General Mills GoodWorks team was able to provide a clear road map for how Maazah could best show up for their consumers in the digital space.
“Having partners that know food so well has helped us pave the way for our next endeavor in this company,” says Sheilla.
“My favorite part of the GoodWorks program was helping a local company led by BIPOC women who are in those very exciting stages of brand development,” says Smith. “I hope we made an impact on the trajectory of this brand and I’m excited to watch all of their successes in the future.”
